Our colleague Iryna Fomenko participated in the 18th Ukrainian Marketing Forum, where over 800 participants discussed the transformation of the Ukrainian information space, its uniqueness, and the role of business in shaping it. This year’s forum took place under the slogan: “Creators of Meaning: Find Yours,” focusing on the new role of business — not just as an economic player, but as a bearer of values, cultural codes, and meanings that resonate with society.
For the first time in many years, Ukraine has developed its own cultural landscape. Collaborations between business and artists, directors, curators, and other cultural figures are no longer a trend but a necessity. Such projects promote Ukraine globally, create a value-based foundation for brands, and build trust.
Culture as a Strategic Brand Asset
One of the forum’s key topics was the integration of culture into business communications. During a panel discussion, Pavlo Hudimov (art center “Ya Gallery”) noted the growing interest in cultural formats: in the last three years, the number of galleries in Kyiv increased by 15% and in Lviv by 45%. This demonstrates that culture is no longer just a “decoration” but a tool for identity, trust, and even security.
Director Akhtem Seitablaiev shared the initiative “Culture vs War,” which includes thousands of film screenings in hospitals and frontline cities. The initiative changes attitudes toward veterans and shows how culture can heal and unite.
Yaroslava Hres emphasized: “People want pride, a sense of participation in something greater. This is cultural diplomacy. Investments in culture are investments in the brand.” She called for support of young cultural talents, noting that culture is part of national security — both protection and a form of power.
Time for Cultural Expansion
According to Yevhen Nyshchuk, General Director of the Ivan Franko National Academic Drama Theater, now is the best time for cultural expansion. He stressed the importance of cooperation between business, the cultural community, and the state to ensure that Ukrainian culture is presented to the world in a systematic and powerful way.
The state can create high-quality cultural products but often lacks the resources to promote them. Meanwhile, business can support such initiatives directly. Nyshchuk emphasized the need for a shared cultural diplomacy strategy to promote Ukraine not only through events but also through strong, lasting relationships with international partners.
